Today we’d like to introduce you to Natalee & Jessica Maynes & Williams.
Hi Natalee & Jessica, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Can you briefly walk us through your story – how you started and how you got to where you are today?
Willow & Wave Celebrations was born the way all the best ideas are—on a walk between two friends with big dreams and even bigger imaginations. As longtime neighbors and creative collaborators, we (Jessica and Natalee) would often dream up “what ifs” on our neighborhood strolls. One day, we started talking seriously about creating something together—something that combined our shared love of design, storytelling, and joyful moments. By the end of that walk, we weren’t just dreaming anymore. We were doing.
Jessica brought years of hands-on experience planning large-scale school and community events, mastering everything from logistics and budgets to styling galas that raised over six figures. Natalee came with a background in creative project management, content development, and brand storytelling for major media and EdTech projects. Together, we realized we had the perfect blend of vision, execution, and heart.
From our very first sleepover setup—crafted with hand-sewn banners, cozy bedding, and fairy lights—we knew we had something special. What started as a small offering quickly expanded into immersive experiences: luxe dining picnics, themed tea parties, curated seasonal installations, and even brand collaborations with Anthropologie. We’ve grown thoughtfully, always keeping our core mission in mind: to create unforgettable, meaningful moments that celebrate life’s magic, no matter how big or small the occasion.
Every event we design is a love letter to joy. Whether it’s a child’s birthday, a Galentine’s celebration, or a backyard dinner party under the stars, we’re there to elevate the experience with creativity, care, and detail that clients—and their guests—will remember long after the lights go out.
Willow & Wave isn’t just about events. It’s about turning everyday spaces into storybook memories. And we feel incredibly lucky to do what we love while helping others celebrate what they love most.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Like many small businesses, the road to building Willow & Wave Celebrations hasn’t always been smooth—but it’s been incredibly meaningful. We launched with a bold vision and big dreams, but without a roadmap. From navigating startup logistics to learning how to grow a brand on social media while raising families, we’ve worn every hat—from designers and marketers to delivery drivers and sleepover stylists.
One of our first unexpected hurdles was realizing that our original name, Coastal Cabana Celebrations, while cute and coastal, wasn’t setting us apart. It blended in online, making SEO and marketing an uphill climb. After some reflection (and a lot of brainstorming), we landed on Willow & Wave—a name that holds personal meaning for both of us and also reflects the heart of what we do: creating experiences that feel both familiar and unforgettable, where thoughtful design meets meaningful moments
Visibility was another early challenge. We knew we had something special, but getting the word out in a saturated market took time and creativity. We had to learn how to build community as much as we built events—connecting with other small businesses, showing up consistently, and trusting that our work would speak for itself.
And of course, there’s the ongoing dance of balance. As moms and entrepreneurs, we’ve had to find ways to grow without burning out. That meant getting clear on our priorities—focusing on quality over quantity, staying true to our aesthetic, and turning down opportunities that didn’t align with our values (even when it was tempting to say yes to everything).
The silver lining? Every obstacle has made us stronger, more creative, and more connected to our mission. We’re proud of how far we’ve come—and even more excited for what’s ahead.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
We specialize in turning everyday spaces into unforgettable moments. From dreamy indoor sleepovers and cozy outdoor movie nights to whimsical tea parties and elegant dining experiences, we design and style immersive celebrations for kids, teens, and adults alike. Each setup is thoughtfully curated with layered textures, unique details, and magical touches that make guests feel transported the moment they walk in.
We’re known for our creativity, professionalism, and seamless service—but what truly sets us apart is our “why.” We’re inspired by the beautiful complexity of life—its ups and downs, its moments of challenge and triumph. We believe that, while we can’t always predict or control life’s difficulties, we can absolutely celebrate its joys. Whether it’s a child’s birthday, an anniversary, or a community gathering, these moments are precious and fleeting. Our inspiration comes from the opportunity to help people freeze these moments of joy and celebration, turning them into lasting memories. We’re driven by the idea that every event we create is a chance to uplift others, turning their unique stories into something truly unforgettable. Through design, creativity, and attention to detail, we get to take the everyday challenges of life and punctuate them with moments of beauty and happiness.
Our goal is simple: to make every client feel seen, celebrated, and genuinely delighted by the details. For example, we’ve created and curated over 20 unique sleepover themes—each one designed to make every child feel like their celebration was crafted just for them. From “Game On” and “Blue Boho” to “Paradise Luau,” “Marvel,” “Sugar Rush,” “Alice in Wonderland,” and “Parisian Dreams,” every detail is thoughtfully chosen to bring each theme to life in a way that feels both playful and immersive. And when a child or client dreams up something beyond our current collections? We make it happen. One of our recent favorites was a ‘Legally Blonde’-themed dinner party celebrating a golden birthday inside our cozy bubble tent—complete with pink everything, pops of gold, and Elle Woods-worthy flair.
In that vein, we don’t just drop off a few tents and call it a night. We style every corner, fluff every pillow, and treat each event as if it were our own child’s birthday or best friend’s bridal shower. Our clients often tell us it’s the small details that blow them away—the personalized touches, the extra sparkle, the feeling that someone truly gets their vision.
What we’re most proud of is the joy we create. There’s nothing better than hearing a child squeal with excitement when they see their setup or watching a group of friends settle in for a cozy night that feels anything but ordinary. These aren’t just parties—they’re memories in the making.
Whether it’s a backyard birthday, a bachelorette sleepover, a holiday dining experience, or a beach picnic under the stars, we’re here to help people celebrate life’s magic—beautifully, effortlessly, and joyfully.
What do you like best about our city? What do you like least?
What we love most about San Diego is the undeniable energy that comes from the mix of natural beauty, culture, and a relaxed yet vibrant atmosphere. Whether it’s the sunshine, the beaches, or the stunning sunsets, there’s always a sense of peace here that feels so inspiring. But beyond the views, it’s the community that really makes San Diego special. The people here are warm, open-hearted, and welcoming, which creates an incredible environment for businesses like ours to thrive. We also love how San Diego feels like a crossroads of so many different experiences—surf culture, culinary innovation, arts and music scenes, and so much more—all coming together in one city. It’s this mix of laid-back vibes with the energy of a bustling cultural hub that makes us feel so connected to this place.
As for what we like least, like any city, San Diego has its challenges. Sometimes it can feel like there’s not enough space or venues for the growing demand for creative events, which means we have to get a little creative with our setups! But in a way, those challenges also push us to think outside the box, which only makes us more innovative in the work we do. Ultimately, even the tough moments here add to the beauty of the city—it’s a place that always encourages growth and creativity.
Contact Info:
- Website: https://www.willowandwavecelebrations.com/
- Instagram: https://www.instagram.com/willowandwavecelebrations/
Image Credits
N/A (all images belong to Willow & Wave)
